Clarida growth model

Why 2.2% is conservative

• Benchmark comparison: Successful vertical SaaS companies typically capture 5-15% of their serviceable market within 5 years. At 2.2% after 3 years, we're tracking below typical growth curves.
• Greenfield opportunity: No dominant incumbent in qPCR workflow software. Labs currently juggle spreadsheets and disconnected tools - we're not displacing a competitor, we're solving workflow fragmentation that costs labs time and quality.

Value-based pricing philosophy

Clarida prices based on value delivered to customers, not development costs or competitor benchmarks. We follow the Rule of 10: customers should receive roughly 10× the value relative to what they pay.

Industry benchmark: B2B SaaS typically captures 10-20% of delivered value. At ~8% value capture, Clarida's pricing ensures customers see obvious, defensible ROI.

Why this works for Clarida: Value-based pricing succeeds when competition is low (at the outcome level) and buyers are sophisticated. Our customers - scientists, lab managers, PIs - understand the cost of failed experiments, wasted time, and delayed decisions. They can evaluate ROI. And no competitor offers an integrated, end-to-end workflow system that delivers these outcomes. That combination makes "fair share of value" pricing both credible and defensible.

Conversion rates

These rates are based on founder-led sales benchmarks in technical B2B. The 4% outreach-to-meeting rate accounts for cold outreach to busy researchers.

Key insights

• Starting from zero: First customers acquired in March 2026, reaching 154 total customers by March 2029.
• Academic-led growth: Academic customers lead early adoption, establishing market presence before commercial expansion.
• Balanced portfolio: Over time, commercial customers grow to represent a meaningful share of the base, diversifying revenue sources.

Key insights

• Path to €200k: Total MRR grows from zero to €216k by March 2029, exceeding the €200k target.
• Revenue follows customers: Academic revenue dominates early, with commercial revenue accelerating as larger contracts come online.
• Higher commercial value: Commercial customers contribute disproportionately to revenue relative to their share of the customer base.

Key insights

• Predictable conversion engine: Each stage has consistent conversion rates, allowing us to forecast pipeline outcomes from outreach volume.
• High close rates: Once a prospect reaches the contract stage, 95% sign, reflecting effective qualification earlier in the funnel.
• Scalable model: Outreach capacity grows from 200 touches/month in 2026 to 800 in 2029, proportionally scaling signed contracts.

Key insights

• 4x scaling: Total monthly outreach grows from 200 touches in 2026 to 800 in 2029. At ~10 touches per prospect, that's ~20 new prospects/month in 2026 scaling to ~80 in 2029.
• Strategic mix shift: Early focus on Academic T1/T2 for quick wins, then gradually increasing Commercial and higher-tier outreach as the team matures.
• Higher-value targeting: By 2029, T3 segments (academic and commercial) represent a significant share of outreach, reflecting confidence in enterprise sales motion.

Key insights

• Growing renewal base: By Q1 2029, renewals nearly match new acquisitions (~49%), half the customer activity bypasses the sales funnel entirely.
• Compounding effect: Despite churn, retained customers accumulate over time, building a recurring base that reduces dependence on outbound acquisition.
• Sales team leverage: As the renewal share grows, sales capacity can focus on new logos and higher-value segments rather than replacing churned customers.

Annual churn rates (%)

Why churn decreases over time: Early churn reflects incomplete adoption, not a better alternative. As Clarida matures, it integrates with LIMS, ELN, and instrument software, becoming part of lab infrastructure rather than a standalone tool. Switching costs rise, the product becomes an essential data backbone, and a strong user experience builds habit and loyalty.

Key insights

• Early focus on Tier 1: Initial growth concentrated in entry-level academic customers, establishing product-market fit.
• Tier expansion over time: Higher tiers (T2, T3) grow as customers upgrade and new enterprise accounts come onboard.
• Commercial diversification: Commercial segment broadens from T1-only to include T2 and eventually T3 by 2029.

Key insights

• Revenue concentration in higher tiers: Despite fewer customers, T2 and T3 contribute a growing share of total revenue.
• Commercial T2 acceleration: Commercial T2 becomes a significant revenue driver in the later years.
• Academic foundation: Academic tiers provide steady, predictable base revenue while commercial tiers drive upside.

Key insights

• What is weighted MCV? The average monthly value per customer, weighted by contract size. It reflects both pricing and the types of customers we attract.
  Example: In December 2028 we project €178k MRR from 134 customers across our three pricing tiers, giving a weighted average MCV of €1,330.
• Steady growth trajectory: From late 2026 onward, weighted MCV grows from €884 to €1,400 by March 2029, a 58% increase over 2.5 years.
• Why it grows: As we scale, the customer base shifts from academic to commercial and from lower to higher-value tiers. This natural mix evolution drives contract values up over time.